University of Wisconsin Milwaukee UWM Digital Commons Theses and Dissertations August 2014 Marketing Post-Feminism Through Social Media: Fan Identification and Fashion on Pretty Little Liars Anna Donatelle University of Wisconsin-Milwaukee Follow this and additional works at: https://dc.uwm.edu/etd Part of the Mass Communication Commons Recommended Citation Donatelle, Anna, "Marketing Post-Feminism Through Social Media: Fan Identification and Fashion on Pretty Little Liars" (2014). Theses and Dissertations. 524. https://dc.uwm.edu/etd/524 This Thesis is brought to you for free and open access by UWM Digital Commons. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of UWM Digital Commons. For more information, please contact
[email protected]. MARKETING POST-FEMINISM THROUGH SOCIAL MEDIA: FAN IDENTIFICATION AND FASHION ON PRETTY LITTLE LIARS by Anna Donatelle A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Arts in Media Studies at The University of Wisconsin-Milwaukee August 2014 ABSTRACT MARKETING POST-FEMINISM THROUGH SOCIAL MEDIA: FAN IDENTIFICATION AND FASHION ON PRETTY LITTLE LIARS by Anna Donatelle The University of Wisconsin-Milwaukee, 2014 Under the Supervision of Professor Elana Levine Television shows targeted to a young, female audience often depict post-feminist themes such as self-sexualization, self-branding, consumerism, female empowerment through the body, and the “good” girl. This thesis focuses on the ABC Family hit series Pretty Little Liars as an example of the ways in which television shows promote these post-feminist ideologies. I argue that as the network has branded itself as the place for millennial programming; it has used digital platforms to make Pretty Little Liars a one-stop-shop for young women to learn about beauty and femininity.